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Monday, September 23, 2013

End of 35mm film distribution puts many drive-in theaters without new digital projectors in jeopardy of closure

Public encouraged to continue supporting the cause at www.projectdrivein.com to keep theaters and car culture alive in America

New video released today showcases emotional reactions of winners

Project Drive-In, Honda's national effort to help save drive-ins
facing closure due to the end of 35mm film distribution, is awarding
four additional drive-in theaters (in alphabetical order)—Monetta
Drive-In (Monetta, S.C.), Ocala Drive-In (Ocala, Fla.), Starlite
Drive-In (Cadet, Mo.) and Stateline Drive-In (Elizabethton, Tenn.)—a new
digital projector along with the first five theater winners—99W
Drive-In (Newberg, Ore.), Cherry Bowl Drive-In (Honor, Mich.), Graham
Drive-In (Graham, Texas), McHenry Outdoor Theater (McHenry, Ill.) and
Saco Drive-In (Saco, Maine)—announced last week. More than 2.6 million
votes at www.projectdrivein.com determined the total of nine winning theaters.
"It's not often that a company gets the opportunity to help preserve
an American pastime. It has been an honor and a privilege to bring
national and local attention to the fate of drive-ins and to meet the
passionate owners of these small businesses," said Alicia Jones, manager
of Honda & Acura social marketing at American Honda Motor Co., Inc.
"We hope that the #SaveTheDriveIn movement continues in the effort to
help keep more drive-ins open for the next generation."
Beyond supplying digital projectors, Project Drive-In raised more than $43,000 at the Save the Drive-In Fund at Indiegogo (http://www.indiegogo.com/projects/project-drive-in-save-the-drive-in-fund).
Those dollars helped to purchase one of the four projectors awarded
today and this fundraising effort will continue through the end of the
year in hopes of raising further money to support more digital
conversions.
To tell the story of participating drive-ins, a video debuts today
revealing the emotional reactions and excitement of the drive-in winners
and expresses the outpouring of support from nearby communities; http://www.youtube.com/watch?v=LiKS6k6LOvw&feature=youtu.be.
In addition, a Honda-donated 2014 Odyssey Touring Elite® is available
on the Project Drive-In fundraising Web page for $50,000. The donation
will not only award the winning bidder with the brand new Odyssey
minivan, but also help fund an additional digital projector and save
another drive-in from closing.
Over the past seven weeks, Project Drive-In has elevated awareness of
this historic part of American cinema and car culture. The effort has
received more than 651million impressions in press coverage in addition
to 62 million impressions on Twitter alone. There were more than 30,000
individual online mentions across blogs, forums, etc. The effort began
with a poignant video,
viewed more than 1.1 million times, designed to rally Americans to help
drive-ins at risk of closing because of the costly switch to digital
projection, estimated at $75,000+ per screen.
Visitors to the Project Drive-In website were encouraged to share
information about the program with family and friends via social media,
email or texts and pledge to see one movie at their local drive-in.
All nine winning theaters will host a celebration that includes a special screening of Sony Pictures Animation's Cloudy with a Chance of Meatballs 2, in theaters everywhere on September 27.About Honda
Honda offers a complete lineup of cars and trucks through a network of
more than 1,000 dealerships in the United States. In 2013, Honda marks
40 years of the Civic model, with more than 30 years of producing
automobiles in the region, which began with the Accord in Marysville,
Ohio, in November 1982. Having produced more than 25 million vehicles
in North America through 2012 using domestic and globally sourced parts,
Honda currently operates 14 major manufacturing facilities in North
America, producing a wide range of Honda automobiles, all-terrain
vehicles, power equipment products, engines and transmissions.

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